Personal selling and its impact on banking marketing performance: An analytical study of the opinions of a sample of customers of some government bank branches in Najaf Governorate

Abstract

    The research aims to determine the nature of the influence relationship between the independent variable (personal selling) and the dependent variable (marketing performance) by analyzing the opinions of a sample of customers in some branches of government banks in the Najaf Governorate. A random sample consisting of (246) customers was selected in some branches of government banks represented by Al-Rafidain and Al-Rashid Bank and the Iraqi Trade Bank in Najaf Governorate. The questionnaire form was adopted as a tool for collecting data from a random sample in the government banks investigated. A set of statistical methods were also used to analyze the data obtained in order to verify the validity of the hypotheses, such as statistical tests represented by testing the reliability coefficient (Cronbach’s alpha), choosing a normal distribution, and statistical indicators for the analysis. Descriptive and using a simple regression coefficient to measure the effect, and using computer programs such as SPSS V.23 and SMART PLS. This research dealt with the effect between personal selling variables and marketing performance in one hypothetical scheme, and the importance of this relationship in distinguishing and excelling in the banks in the research sample. The research also reached several conclusions, perhaps the most important of which is the existence of a significant impact of personal selling on the marketing performance in the banks studied, and that the performance of salesmen in the banks studied is focused on attracting the customer in the first place and building the mental image of the services among customers in the second degree. The research also recommends the need to pay attention to the function of personal selling in the banks studied because of its significant impact in enhancing marketing performance, and shows the need to focus on training personal salesmen to provide services that satisfy customers and increase their loyalty to the banks studied